Security guards protect outdoor ads filled with cash for The Wolf of Wall Street promotion

Roadshow Films have kicked off an outdoor campaign to launch The Wolf of Wall Street with a partnership with JCDecaux Innovate seeing real $100 notes to the value of $10,000 placed in CityLight panels across four locations.

The cash swirls behind an image of the film’s protagonist Jordan Belfort, played by Leonardo DiCaprio in the film about greed and corporate excess in the 80s and 90s which opens tomorrow.

They will be guarded by security staff from 7am to 7pm Monday to Friday and 10am to 5pm on weekends, with the money removed overnight.

RoadShow Films marketing manager ANZ Rob Moore said in a statement: “We are proud of the process we’ve built that helps us to achieve work of this calibre. Though it takes months to get from initial brief to final execution, the ends certainly justify the means.

“Vitally, this has been a real team effort between Roadshow, OMD, and JCDecaux and we’re delighted with what we’ve been able to achieve. A small fortune blowing around in the breeze, such a perfect fit for The Wolf of Wall Street.”

The campaign runs until January 27 in Sydney, Melbourne and Brisbane with panels appearing at Elizabeth St, Martin Place in Sydney, Southern Cross station in Melbourne, and Queen Street Mall in Brisbane.

JCDecaux Australia general manager of sales and marketing Max Eburne said in a statement: “When it comes to pushing the boundaries of the out-of-home format, you don’t get much more interesting and surprising than this.

“We love the fact that Roadshow challenge us to conceive and deliver great creative concepts, and we know that this campaign will truly stop people in their tracks.”


  • JCDecaux Innovate
  • Media agency: OMD
  • Advertiser: Roadshow Films



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